Smart Insights: Health

Today, healthcare innovation is judged far more by outcomes and health experiences than by the level of invention. What’s more, access to state-of-the-art healthcare is under increasing pressure.

To ensure commercial success, health companies must meet three challenges: innovate more effectively by looking beyond traditional research, maximize access to the marketplace by strengthening their brand’s value story in the eyes of regulators and understand the full customer experience to shape it to optimal advantage.

Efficiency at the press of a button: RegioGraph supports companies of all branches in the optimal use of available resources and regional potential down to the level of street segments. A case study from the business-to-business sector shows how.

Today’s fragmented media landscape presents a significant challenge to automotive retailers seeking to maximize the efficiency of their online campaigns. The growing importance of online media combined with the proliferation of connected devices further exacerbates the problem. How can you influence automotive consumers in an increasingly connected world?
Automotive marketers face a number of pressing concerns:

Which touchpoints should you activate to improve marketing communications?

How can you track the performance of online touchpoints?

Can you minimize scatter loss and maximize reach within your target group?

How can you get the most out of mobile?

Understanding consumer behavior through audience measurement

The answers to these questions lie in passive audience measurement. It reveals audience behavior, supports campaign efficiency and provides crucial insights into the purchase journey. It also allows marketers to understand consumer behavior across all channels and multiple devices. You can make informed decisions to optimize marketing strategies and to achieve growth. There are three key ways to measure your audience:

For example, by revealing which websites your primary target group is using so you can plan your media spend more efficiently.

By revealing the role your website plays in the purchase journey. By knowing where users are coming from, you can increase traffic to your website and optimize your impact.

You can identify which online touchpoints your target groups use, how frequently, and for how long.

Maximize the effectiveness of your campaigns

By providing key insights into consumer behavior online, cross-media measurement enables you to maximize the effectiveness of your campaigns and prioritize future spend for maximum return on investment. Armed with these crucial insights, you will be equipped to create compelling marketing strategies that will engage consumers and deliver a solid return to your bottom line.
To share your thoughts, please email ondrej.szabo@gfk.com.

When a consumer drives a new car off the forecourt it marks the beginning of one journey and the end of another. The path to purchase is a long and winding road. In all likelihood, today’s Connected Consumer will have consulted numerous sources of both paid and earned media. They will have had multiple interactions with the brand, both online and in the showroom. Only then will they make a final purchase decision. Each touchpoint will have had an impact on the final outcome. These moments matter, both to you and to your customers.

Consumers choose how they access information about your brand

Consumers have a vast array of possible information sources on which to base their purchase decision. They range from popular car shows and expert reviews to banner ads and social media. But they also have a choice about how, where and when they access information about your brand. Shopping for cars is now truly omnichannel. Consumers use many channels and devices to gather information along their purchase journey.
Your challenge is to understand how consumers engage with each of the channels, and to optimize your marketing across all devices.

Car shopping goes mobile

Ten years ago, the prospect of using a mobile device to shop for a car would have been unthinkable. Now, the smart phone is the shopper’s best friend – and the automotive sector is no exception to that rule. With online playing an increasingly important role, there is a clear need to optimize online marketing activities. These increase traffic to the touchpoints that drive purchase decisions. Marketers need to know which categories, websites, apps and content have the greatest influence over purchase decisions. Importantly, they need to understand how that varies by device.

Understanding the customer’s purchase journey

Our Crossmedia Link has been designed to help automotive clients understand the purchase journey. We track each and every touchpoint in the path to purchase to help you understand how, where and when consumers are encountering your brand, and most importantly, which interactions are converting into sales. This approach helps you understand your cross media exposure, optimize your media mix and realize the true value of incremental reach.

Create compelling campaigns

Integrating behavioral data from cross-media measurement, we can provide new insights into audience behavior, campaign efficiency and the customer journey.
Using these insights enables you to understand your consumers’ media consumption by device more effectively and create compelling campaigns that will engage with consumers at key touchpoints in their decision making process.
To share your thoughts, please email thomas.schmelzer@gfk.com.

In a recent Let’s Talk Payments article, I discussed Elon Musk’s recently published Master Plan part 2 that outlines his vision for the future of Tesla, which now includes the acquisition and merger of Solar City. In my article I pointed out the disappointing omission of an in-vehicle payments platform from Musk’s plan.
Therefore, I took it upon myself to update Musk’s master plan part 2 to include a necessary fifth item about payments, which many automotive companies are already working on but have yet to fully develop. The new plan looks like this:

Expand the electric vehicle product line to address all major segments

Develop a self-driving capability that is ten times safer than manual via massive fleet learning

Enable your car to make money for you when you aren’t using it

Install an operating system that allows your car to pay for things using a digital wallet

The need for in-vehicle payment systems

Connecting the vehicles we drive with our surroundings is universally believed to be the future of the automobile. The use cases for including a payments platform across passenger vehicles, heavy duty trucks, buses and semis are many; parking, tolls, fuel/charging, maintenance, car washes, the drive-through and even for use by an advanced digital assistant to help with booking reservations, hotels, etc. Thus alleviating the need to find and locate a credit or debit card and read the numbers over the phone which would in-turn make vehicles safer.
With the inclusion of the sharing economy as #4 on Musk’s to-do list, coupled with the fact that Musk’s fleet of solar electric vehicles will be autonomous, e.g. self-driving, this leaves plenty of opportunity to plan, shop and make purchases while in route. And with the rest of the automotive world including Ford, Honda, Mercedes and potentially Apple working on autonomous and electric cars, wouldn’t a seamless payments capability be a differentiator for Tesla’s vehicle; further increasing Musk’s lead from the pack of other automakers?

Making auto-based payments invaluable

To make an in-vehicle payment system superior and encourage usage over an app on a phone, the user experience must be superior. Integrating customer needs with functionality and simplicity that trumps mobile app usage will go a long way to making the vehicle the payment method of choice among consumers. And although Musk shuns market research, these types of design and usability preferences can be easily determined through a well-designed user experience research program.
The value proposition of including an in-vehicle payments platform may be lost on consumers today, but in the future it will be a table stake, much like cruise control and blue tooth capability. By getting there first, Musk could dominate and create yet another competitive advantage for Tesla.
Whether or not Musk finds a payments platform too detailed for inclusion in his master plan is yet to be seen, I’m still waiting to hear back from him.
Tim Spenny is Senior Vice President on the Financial Services team at GfK. He can be reached at tim.spenny@gfk.com.

Learn about mobile payment adoption

Brands are under pressure to develop emotional connections and relationships with consumers and business decision makers. Brands need to respond in-the-moment, to enrich the customer experience – and develop strategies that influence ”moments of truth” throughout individual brand journeys.

When consumers shop, search, communicate, gather information and engage with companies or brands online, they behave differently depending on which device or screen they are using. They expect a consistent experience regardless of the channel or device they are using.

Brands are under constant pressure to maintain relevance in an increasingly crowded market. Identifying when, where and how to deliver compelling experiences that deliver new value for both consumers and brands is critical.

Our user experience (UX) research and design experts help our clients create and improve customer experiences for existing or new products and services

Today’s consumer is bombarded with promises for compelling experiences. They are sophisticated and demanding. To be successful, a new product or service needs to be intuitive, usable, engaging and desirable. The user experience needs to be emotional in order to be memorable.

Our geomarketing solutions and consultancy provide our clients with smart insights into location-specific factors that impact the success of business sites, shops, sales territories, target groups, as well as chain store and distribution networks.

Consumers face a complex array of brand touch points every day of their lives. To deliver a consistent brand experience, marketers need to know how consumers are actually experiencing their brand. Our mystery shoppers give you all the help you need to understand these experiences, and respond to them to maximize the return for your business.

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